Gary’s art is transforming his clients’ brief into a sophisticated modern and functional space.
INSIDE, the interior design studio, run by Gary Alon Rogoff has been around for over 20 years. The modern sophistication found in his work makes up a layering of curiosity of space, form, material and what can be achieved in fresh combinations. That curiosity extends into his client’s desires, needs and wishes. How did you get into Interiors? I was attracted to the art world from a young age, growing up in a home whose walls were littered with South Africa’s finest artists, Irma Stern, Van Ache, William Kentridge and Alexis Preller, just to name a few. I was painting and sculpting from a young age, the outlet of art helped me sort and deal with life’s complexities. When I finished my schooling, I opted to pursue a career in the arts. Emanating from a family entrenched in business, fine art was ruled out as no respectable business man would support his son’s career in a profession that had a bleak financial future. I managed to convince my father to support my studies in Interior Design – It promised a clean, creative, and challenging future. As a young idealist, I fancied the idea of an Interior designer in pursuit of the ideal aesthetic. During the pursuit of the ideal aesthetic, I found the interior design of buildings was limited and I began a path of perfection of a different interior, my own. This led me to the path of perfection of the intellect and the discovery of my ancestral roots- in Jerusalem. I returned to South Africa after seven years of deep studies and contemplation. After completing my Interior Design course at The Design Centre, the need for a career became the focus of my attention. I joined the family business – Duro Pressings, and my role as group designer gave me the responsibility for all the groups office interior designs and showrooms. This was later extended to work on the team responsible for all new product designs. Following that I was charged with running a division of Duro, Windcolor a manufacture of exclusive cold rolled steel windows.All this time in Jerusalem and at Duro, I was privileged to continue my design career by taking on independent design projects. This experience in working in a large business gave me deep insight into the operational and functional needs of my clients’ businesses. As the client’s investment into their space must translate into profitability for their company. I now have the privilege of weaving these different life experiences into the holistic approach of INSIDE, interior design studio. An approach that is sensitive to human condition and interactions, a sensitivity to the longings of the human soul. Yet these experiences developed an approach that understands the values of the bottom line and profit. Weaving is what we do best at INSIDE, we weave the past into the future, we weave the client’s desires with authentic, material, art and raw passion.